Anheuser-Busch InBev SA is making a bold move to reshape the public perception of its Bud Light brand with a new Super Bowl ad featuring musician Post Malone, former football great Peyton Manning, and Ultimate Fighting Championship Chief Executive Officer Dana White. The ad introduces a new character, the Bud Light Genie, who grants wishes to a group of friends on a night out.
The company is aiming to dispel the controversy sparked by its partnership with transgender influencer and actor Dylan Mulvaney last year, which led to a backlash from some of its core customers. The fallout from the tie-up has caused Bud Light to struggle, losing ground in the value of sales to Constellation Brands Inc.’s Modelo Especial.
Investors are looking to the potential impact of Donald Trump’s support for Bud Light, which recently boosted its parent company’s shares. However, the brand’s future success hinges on its ability to appeal to a broader, more youthful audience, especially as younger consumers increasingly turn to spirits over beer.
To address these challenges, AB InBev needs to invest in upgrading Bud Light beer, strengthening the brand, and intensifying its marketing efforts. The new Super Bowl ad aligns with this strategy, leveraging the event’s broad viewership and association with beer drinking to reach a wide audience.
